Aplikasi Theory of Planned Behavior Pada Perilaku Pemberian ASI Eksklusif : Studi Kasus

Exclusive breastfeeding benefits mothers, infants, and society. One intervention to prevent infant mortality is to breastfeed exclusively for six months. Meanwhile, exclusive breastfeeding coverage in Indonesia has not reached the target. This research aimed to apply Theory of Planned Behavior (TPB) to explain the relationship between attitude, subjective norm, and perceived behavior control with intention and behavior of exclusive breastfeeding. This study was conducted using a single embedded case study approach, in Karanganyar Regency, Central Java Province, taking 14 out of 177 villages, on April-August 2016 with mothers with 6-12-month babies and exclusive breastfeeding program stakeholders in Puskesmas and Regency’s Health Office as the target. The sampling technique used was purposive one. Data were collected through document study, participatory observation, in-depth interview, and focus group discussion (FGD). In-depth interview was conducted with 49 informants: 30 mothers lactating 6-12-month babies and 19 exclusive breastfeeding program stakeholders. Data analysis was conducted using a content analysis. The result of analysis showed TPB providing a framework to explain the main dimension of exclusive breastfeeding behavior. Conclusion: attitude, subjective norm and perceived behavior control collectively related to behavior intention and intention was a direct antecedent of exclusive breastfeeding behavior. Suggestion: Increasing the coverage of exclusive breastfeeding programs can be done by helping to improve positive attitudes, changing subjective norms to support exclusive breastfeeding, improving perceived behavioral control, and strengthening exclusive breastfeeding intention